Armani 'rules out Tom Hiddleston of taking over underwear campaign from girlfriend Taylor Swift's ex Calvin Harris due to their romance'

Not too long ago he was deemed as Hollywood's sexiest new actor after his raunchy scenes in The Night Manager.

And Italian fashion brand Armani - who hoped to cash in on Tom Hiddleston's desirable appeal - have now reportedly cut him out of the running to front their winter underwear collection.

The actor, 35, was being hotly considered to take over from his girlfriend's ex Calvin Harris, yet apparently bosses changed their minds because of his 'embarrassing' romance with the pop princess.

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Not so fast: Armani - who hoped to cash in on Tom Hiddleston's desirable appeal - have now reportedly cut him out of the running to front their winter underwear collection due to his romance with Taylor Swift

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Staying authentic to their brand, executives for the label are now fearing that they could be seen as cashing in on Swift's highly published break-up with Calvin - who sent pulses racing with his provocative underwear ads for the label since 2014.

Hiddleston, who entered in to a relationship with Swift immediately after she cut ties with the DJ has been criticised for his cringe-worthy displays of affection with the American singer and her recent feud with Kim Kardashian and Kanye West has not helped the situation.

A US fashion source is quoted in the Mirror as saying: 'Tom was on the shortlist as they examined who could take over from Calvin.

'Obviously with Tom now being Taylor’s other half and the Calvin past deal, it would generate huge media coverage and headlines.'

Big shoes to fill! The actor was being hotly considered to take over from his girlfriend's ex Calvin Harris however Armani have feared 'riding on Taylor Swift’s coat tails'

Heart-throb role: Calvin started his partnership with Armani in 2014- shortly after he entered in to a relationship with the Bad Blood singer

'Armani would hate to be seen as getting PR for their brand by riding on Taylor Swift’s coat tails, so Tom will not get the job.'

The source continued: 'While Tom is without doubt one of the sexiest actors of his generation, he may not be the right fit this time.

'The brand is looking at attracting 30-somethings and under, so Tom may be a little too old.'

A spokesperson for the actor declined to comment.

Taylor has also had a tough time recently as reality star Kim leaked a video of her appearing to give permission for Kanye to mention her in his song Famous after Taylor claimed she was offended by the track.

Making an impression: Tom is deemed as one of Hollywood's sexiest actors after his raunchy scenes in BBC One's The Night Manager

Kim leaked a recording of Kanye's conversation with Taylor about the track on speakerphone - believed to have taken place in January - in a bid to prove the singer was fully aware of the lyrics.

In the video, Kanye reads out the lyrics 'I feel like me and Taylor might still have sex', which the pop star admits is 'like a compliment.'

Taylor wrote that she just wants Kim and Kanye to leave her alone, calling the video 'character assassination'.

The backlash was monumental and even Kim's half-sister Kendall Jenner is reportedly no longer part of Taylor's girl squad after being booted out because of the situation.

The truth: Taylor's feud with Kim Kardashian also hasn't helped after the reality star leaked a video of her appearing to give permission for Kanye West to mention her in his song Famous after she claimed she was offended by the track

However, Tom insists that the new found attention on his personal life isn't a problem as he knows he's being 'authentic' and true to himself.

Asked if the focus on his personal life bothers him during a panel at Comic Con, he said: 'I don't know, it comes down to being authentic.

'Everything you do you have to make sure you truly believe in it and as long as you know that, it doesn't matter what anyone else says about it because the nature of being a public figure is that everyone will have an opinion about anything you do, and as long as you know why you've done something and you've committed to it with authenticity then you're OK.'

Meanwhile, Hiddleston's six-part TV series The Night Manager has earned 12 Emmy award nominations, which he is 'thrilled' about.

Career on the rise: Hiddleston's six-part TV series The Night Manager has earned 12 Emmy award nominations, which he is 'thrilled' about